The Spartans Will rebranding campaign began in 2009 and although the results are positive so far, the job isn’t done, said Heather Swain, vice president of Communication and Brand Strategy, or CABS.

CABS recently found that between 21 and 33 percent of people in the MSU audience could identify Spartans Will as the two-word tagline when the words were not provided. Those figures were made up of 17 percent of graduate students, 21 percent of undergraduate students, 22 percent of alumni, 24 percent of faculty and 33 percent of staff.

Swain said those are high numbers, especially when compared to national campaigns like Nike’s “Just Do It” slogan, which gets about a 58 percent identification rate and has been used for more than 20 years. McDonald’s “I’m Lovin’ It” campaign is identified about 37 percent of the time. Swain said comparing with national campaigns is not apples-to-apples, but is helpful.

In addition, surveys showed that the majority of people have either positive or very positive feelings toward Spartans Will.

To keep the campaign fresh, Swain and others at CABS have looked to constantly innovate, coming up with new products like 360.24, a documentary that will show Spartans who’ve submitted videos and photos from across the world on Nov. 6, 2013. It will premiere on the Big Ten Network in January.

More than 1,000 videos and stills already have been collected globally, Swain said.

The next big thing to air on the network will be a reality TV show about nine MSU undergraduate students. The show, Inside Out, will premiere in March. A separate group of undergraduate students produces the show through a class in the College of Communication Arts and Sciences.

“I don’t think we always do a great job of showing why this kind of (research) university is a tremendous opportunity for undergraduates,” Swain said. “I think of it kind of like Amazon — to have amazing personalization, you have to have something big enough that you can truly personalize it to you. There are so many choices that you can really make it yours. … We’re going to be able to showcase that with these students.”

Jim Peck is one of the instructors of CAS 492 and an executive producer with CABS.

“What I like about this project is it’s a way to really what the experience is rather just reading about it or hearing about it,” Peck said. “It’s an interesting way to get a look at what’s going on here.”

The nine students are a diverse group ranging from a student-athlete to a Rhodes Scholarship nominee to an international student. They also represent a range personalities, colleges and class levels, Peck said.

The show will include every facet of each student’s life that could be captured, including segments filmed by the student production crew and some filmed by the cast members on iPhones.

“I’m so pumped to be here at college that I wanted to share it with everybody,” said Peter Burroughs, a media and information freshman who designs video games.

He said Inside Out will feature him creating video games, learning karate, and getting acclimated to college.

Volleyball captain and psychology senior Kristen Kelsay said she initially was nervous about being part of Inside Out, but it’s turned into something special.

“Something that I’m really excited about is being able to show not just my life, but all the work that goes into being student-athlete and letting other people see what my everyday life is like, what my friends are like,” Kelsay said.

State News staff writer Omari Sankofa II contributed to this report.